Introduct
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Consumer and Cultural Change
Helen King,
Head of Consumer Insight & Innovation
An update of Feeling the Pinch
focused on cultural insights
Understanding deeper cultural dynamics
Stabilising consumer outlook
Evolving cultural elements
Implications for brands
A new
REALISM
Era of Indulgence
(pre 2008)
Celtic Tiger period
Record lows of
unemployment
Property boom
Era of Indulgence
Recession Consumer
(pre 2008)
(2008 – 2012)
Celtic Tiger period
False dawns - double and
even triple dips!
Record lows of
unemployment
Cutbacks and
austerity measures
Property boom
Debt becomes a burden
and cheap credit vanishes
Era of Indulgence
Recession Consumer
A New Realism
(pre 2008)
(2008 – 2012)
(2013 – )
Celtic Tiger period
False dawns - double and
even triple dips!
No expectation of a return
to strong growth
Record lows of
unemployment
Cutbacks and
austerity measures
Inflationary pressure
squeezes incomes
Property boom
Debt becomes a burden
and cheap credit vanishes
Living within our means
Era of
Indulgence
Recession
Consumer
A New
Realism
Sensibility
Exuberance
Anxiety
Vigilance
Ambition
Trading Up
Economising
Responsibility
Mindset
Bullish
Sober
Resourceful
Passion
Accumulation
Frugality
Prioritisation
Orientation
Self-expression
Selfpreservation
Connection
The past 12 months…
The past 12 months…
The past 12 months…
Economic
consolidation
Ongoing distrust
in institutions
Financial pressures are still relevant for people
How worried are you about each of the following issues? (Fairly/Very worried)
2013
58
57
2014
57
48
42
36
35
30
30
22
The cost of electricity
Electricity/Gas
and gas in the home
costs
for home
Petrol
costs
The cost of petrol
Food
costs
The cost of food
Ireland
The level of
debt I have
Putting food
on the table
The level of debt I have Having enough money
to put food on the table
Feeling the Pinch 2014 Base size: ROI n=500, GB n=500
The economic clouds are starting to lift
How do you think things are going for the Irish economy these days?
100%
11%
27%
80%
Don’t know
Very badly
Badly
Fairly well
Very well
In GB, those saying that the
65
economy is going “fairly/very well”
has risen from 13% to 38% this56%
year.
29
60%
43%
40%
20%
0%
15%
4
Jan-09
42%
Sep-10
Mar-11
Jan-12
Jan-13
Jan-14
Feeling the Pinch 2014 Base size: ROI n=500, GB n=500
People also starting to see their
personal situation stabilise
How do you feel about your personal financial situation over the
next 12 months, compared with the last year? (Ireland)
In the next 12
months, I will be:
Worse off
100
90
80
70
About same
60
Better off
50
50
40
30
40
41
45
31
51
51
50
50
39
37
37
10
20
10
0
8
12
9
11
Jan-09
Sep-10
Mar-11
Jan-12
Jan-13
14
Jan-14
Feeling the Pinch 2014 Base size: ROI n=500, GB n=500
Ryan, this is a baby-sit-ter
“
It’s not enough any more to
just survive …
“
Consumers have reached a
plateau of stability …
Their objective has shifted
from surviving to thriving
in a new reality.
“
But the years of turbulence
have left a deeper cultural
impact …
Enterprising Energy
Positive purpose
Cohesive community
Dynamic identities
Creative confidence
Reframing experiences
Enterprising Energy
Positive purpose
Cohesive community
Dynamic identities
Creative confidence
Reframing experiences
Now look, old man, you’ve got to
do something for us here – c’mon,
I’ve brought you two customers!
What are you going to do for me
on volume?
Arising from the crisis,
two conflicting stories
of the future …
At the crossroads, a middle ground of tempered
optimism is emerging
Some of the dreams I had for myself before the recession
are now probably out of my reach (% Agree)
71
2013
Ireland
%
58
%
2014
Ireland
Feeling the Pinch 2014 Base size: ROI n=500, GB n=500
Haven’t given up our aspirations…
If I work hard enough, eventually I will be able
to achieve what I want out of life (% Agree)
76
%
2014
Ireland
2014
Feeling the Pinch 2014 Base size: ROI n=500, GB n=500
A ‘tempered optimism’ appreciates
what is available today.
People value more creative
and innovative solutions.
Consumers will want to change
their relationships with brands.
They will want partnerships rather
than to solely receive or co-create.
They will demand the tools that
help them create more engaging
experiences they can enjoy to
the fullest.
Enterprising Energy
Positive purpose
Cohesive community
Dynamic identities
Creative confidence
Reframing experiences
We apologise for this
interruption
Normal service will be
resumed as soon as possible
“
Rise of ‘Emerald Noir’
Crime fiction and drama
reflect people’s value
conflicts
Lost touch with values
No moral frame of reference
Simple
Genuine
Honest
“
Social connections have
re-emerged as a key source
of value
I consider it to be a sign of success or accomplishment
to have a large group of friends. (% Agree)
76
67
%
2014
Ireland
%
2014
GB
2014
Feeling the Pinch 2014 Base size: ROI n=500, GB n=500
Enterprising Energy
Positive purpose
Cohesive community
Dynamic identities
Creative confidence
Reframing experiences
Cohesive Communities provide a platform
for people to connect
Further enhanced by technologies
th
10
Ireland has the
highest number
of Twitter users
per capita
Brands are taking notice of community energies
It is essential to ensure that your
brand has a core meaning - a
purpose and soul.
It is no longer about building
brands, it is now about building
brand communities
Enterprising Energy
Positive purpose
Cohesive community
Dynamic identities
Creative confidence
Reframing experiences
“
With the economic crash,
it was not only the money
that has been lost but also
a sense of self
Rediscovered
Traditions
Embracing
cosmopolitan
influences
Irish identity is under
pressure from multiple
conflicting dimensions
Outwardlooking
modernity
Identification
with the local
“
A complex identity is
emerging which seeks
out local inspiration but is
open to outside influences
I worry that the values and traditions that I most appreciate about my
country are being eroded by other cultural / global influences. (% Agree)
56
Global
average
%
55
%
2014
GB
2014
44
%
2014
Ireland
The Futures Company Global Monitor total base n=22,000 min base size n=1000
Enterprising Energy
Positive purpose
Cohesive community
Dynamic identities
Creative confidence
Economic definition
of identity
Years of
self-doubt
Reconciling
complexity
Creative confidence celebrates what
the world has to offer
Some examples
Brands will need to define ‘modern
Irish’ as a re-appropriating the
desirable past with aspirations
of the future
Consumers will be looking to
brands to help them rediscover
products and experiences they
have forgotten that they love
Enterprising Energy
Positive purpose
Cohesive community
Dynamic identities
Creative confidence
Reframing experiences
“
Experiences are taking on a
new importance and
dimension
I like to try new products and services
69
70
79%
Spain
Italy
Ireland
79
65
54
Germany
58
France
UK
The Futures Company Global Monitor Base size Global n-22,000, min. base size n=1000
Food and drink experiences are playing
this role for people
Consumers will look for experiences that
connect with the layers of cultural change
Consumers will look for experiences that
connect with the layers of cultural change
Consumers will look for experiences that
connect with the layers of cultural change
What we have seen …
Stabilisation
Evolving
culture
Adaptation
(new reality)
Brands that are
successfully tapping
into this dynamic …
2008: Focus on power and confidence
2014: Focus on friendship and community
2008: Value means economic value
2014: Good value also means good values
Connecting with
today’s consumers
1.
Brands need to find ways to
express and manifest their
core meaning and values in a
way that captures the new
cultural landscape
2.
Brands need to connect with
consumers, develop
meaningful relationships and
create experiences that
develop loyal advocacy
3.
Innovation and creativity
need to sit at the heart of
your business and span
all aspects of it
No matter what you are, no matter what
you do to live, thrive and survive …
No matter what you are, no matter what
you do to live, thrive and survive …
Consumer and Cultural Change
Thank You